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- Carton Converter: Graphic Packaging International
- Brand Owner: Pladis
- Structural Designer: Robert Ackroyd, Design Studio Manager - Leeds, Graphic Packaging International
- Graphic Designer: Robert Ackroyd, Design Studio Manager - Leeds, Graphic Packaging International
- Cartonboard Manufacturer: Metsä Board
- European Carton Excellence Awards 2024
The packaging for McVitie’s Victoria Chocolate Creations by Pladis combines a visually appealing design with practical functionality, making it both attractive and efficient. Developed by Graphic Packaging International, using Metsä Board cartonboard, the gift-wrapped appearance and easy-open fastening tab enhance the unboxing experience. The curved edges, folded opening feature, and refined printing andembossing add a layer of sophistication, helping the packaging stand out on shelves. Moreover, its compatibility with existing machinery ensures smooth and efficient production, making it an ideal choice for the brand.
Jury Comments
Great packaging design is all about creating an emotional connection with the consumer, and this packaging does this through its distinctive shape and gift-wrapped appearance. Given that these are luxury biscuits, the sophisticated visuals, refined printing, and biscuit imagery create strong appetite appeal. The curved edges and elegant design further enhance the packaging. The messaging is clear and effective—leading the consumer’s eye smoothly from ‘Chocolate Creations’ down to the biscuit images. No confusion, no clutter, just immediate and impactful consumer communication.